Making Big Decisions Easier: Overhauling Bethany’s Digital Journey

Navigating senior’s housing and care can be an emotional and potentially confusing process. Bethany—one of Western Canada’s largest non-profit seniors housing and care providers—was falling short in easing its website users through this process. 

Bethany needed a digital presence that offered up-to-date information that was intuitive to find, while easily communicating its particular focus on creating caring communities to potential new residents (and their families) navigating this new stage of life. Bethany also needed to better serve secondary audiences through its website—such as potential employees, and donors to Bethany’s Care Foundation.

As we undertook a discovery process that included a competitive comparison with industry peers’ websites, an audience analysis, and a content audit, those project objectives became even more clear.  Here’s how we approached meeting them:

We started by streamlining the user journey and refreshing content. We rebuilt the site around four primary content buckets presented in the navigation, with predictable pathways. These were based on our user base: potential residents/tenants and family of potential residents, people who wish to work or volunteer at Bethany, and potential donors. Larger accessible typography, and clear, strategic CTAs guide users effortlessly toward next steps. 

Information is now delivered through an engaging, easy-to-understand mix of text, video, quizzes, and robust search, while dynamic feeds automatically surface contextual news.

We shifted away from generic assets to feature Bethany’s brand more prominently. Using authentic photography and video combined with a soft interpretation of their brand colours and key messaging delivered in an empathetic and helpful way, the new website reinforces community, warmth, and Bethany’s values.

We simplified the site’s management by engineering an intuitive system that allows staff to easily update content and scale the site. As a backend bonus, multiple legacy sites were consolidated into this single login, reducing management overhead.

By balancing accurate, clear communication with empathetic design, Bethany now has a unified digital home that makes difficult decisions a little bit easier for its community.

View the site here